Paul Sloane teaches how to convert product features into customer benefits using the phrase "And what this means for you is." A 100-megapixel camera becomes high-resolution photos that impress friends on social media. The technique works because customers buy outcomes, not specifications.
Chapters
The magic phrase that I have for you today is one that all salespeople know because they're trained to use it. You see, every product, every proposition, every idea has features, but customers, people, don't buy features, they buy benefits. And the magic phrase is the phrase which turns a feature into a benefit, and it goes like this: And what this means for you is... So say you might say, well, our camera has a 100-megapixel resolution in the camera feature of this phone. So what? What this means for you is that you can take very high-resolution pictures which will impress your friends and look great on social media. And when you say, and what this means for you, because you're talking about them, it makes their ears prick up. They're listening, and you have to turn the feature into something that's useful for them, for the other person. That's why it's so good. You might say to your child, I want you to do your homework now. Why? What's the benefit for you? What's in this for you? Is that after you do your homework, you can then play a video game. So the next time you're trying to sell an idea, sell a proposition, try and use this phrase, and what this means for you is...
